Qatar Airways has introduced Sama, its first AI-powered digital human, as a brand ambassador, redefining how the airline engages with its audience and enhancing its digital strategy. Sama made her debut on Instagram under the handle @SamaOnTheMove, where she shares a captivating mix of travel experiences, cultural insights, and behind-the-scenes glimpses into the life of a cabin crew member.
Her posts take followers on virtual journeys, showcasing moments like enjoying high tea in London and exploring Hamad International Airport. Sama also provides practical travel tips and curated insights into Qatar Airways’ services and destinations. Collaborations with real-world personalities, such as tennis legend Novak Djokovic, add a unique touch. In one post, Sama wished Djokovic luck for the Australian Open, while another featured her alongside a real Qatar Airways cabin crew influencer, with the caption, “Planes, pals, and the sky’s the limit. With @graciaslla. Tag your travel buddy ❤️.”
First introduced at ITB Berlin 2024, Sama embodies Qatar Airways’ vision of blending human connection with technological innovation. On Instagram, she engages with followers using a relatable tone, even addressing criticisms of her AI identity with witty and self-aware responses. Beyond Instagram, Sama is featured on Qatar Airways’ interactive platform, QVerse, where users can explore airport facilities, lounges, check-in processes, and aircraft features. Through QVerse, consumers can chat directly with Sama via text or voice for personalized assistance.
Qatar Airways’ Senior Vice President of Marketing and Corporate Communications, Babar Rahman, explained the significance of Sama, “Introducing Sama on Instagram is an extension of our mission to merge human connection with cutting-edge technology. Sama represents the future of travel—personalized, engaging, and deeply connected to meaningful experiences. She embodies how we aim to humanize our brand and create moments that resonate globally.”
Since her debut, Sama has gained significant traction, generating engagement through her posts and collaborations. By incorporating AI into its strategy, Qatar Airways highlights its services and destinations while setting a new standard for how brands connect with audiences in a digital-first world.
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